School of Retail Management
FSRMFM/Vol. 68/NOV 2016
Retail Update TABLE OF CONTENTS CONTENTS
New policy aims to revive retail biz
Diwali: The Indian marketer's fifth quarter
Consumer-durable majors not sold on e-commerce
Push my buttons
Walmart drops plan for food-only stores in India
Expanding Retail Footprints
Case Study : Urban Ladder reinvents itself with focus on offline stores
Case Study : FlipKart
Watch out : Now watch 3D videos on smartphones without special eyewear
Now you can buy with a NOD: Alibaba reveals virtual reality shopping system
7 memory skills that will make you smarte
Laugh a while
Retail Update Campus Khabar
DIWALI CELEBRATIONS We couldn’t let a festival like Diwali go by without any celebration at the Retail Dept. so, as part of our Diwali celebrations we did the following activities in Retail department : 1. Created a special colourful "Stimulus" Board with ‘Diwali’ as the theme. The board focused on traditional retail depicting market scenes besides caption contest, word scrabble and logo quiz. Lanterns and bandhanwaars were used to depict how traditional retailers used to and still decorate their shops. 2. The Indian Army fight at the borders so that we all can celebrate our festivals peacefully. So, to thank them, Messages for Indian Army "Sandesh2Soldiers" were collected from students and staff members. These messages were conveyed to our soldiers via Social media. 3. Refreshments were arranged for team members of Fabulous Friday, Stimulus, Retail Update & Tarang. They sat together, conversed and celebrated together.
A STEP TOWARDS PLACEMENT (Parmita Dhar,Sr.Faculty,Kolkata)
Kolkata Campus When the entire Retail sector was soaked in earning profits during the week before Diwali, the students of FMRM department, FDDI Kolkata were busy gearing up for the upcoming placement session in the Retail industry.
Retail Update Ace Corporate trainer Mr Harsh Arora spent around four hours with the PG students of FMRM department discussing the various verticals of the retail industry. Along with that he also conducted a Mock Interview session with them. The rigorous mock interview session was followed by meticulous feedback for each student enabling them to understand the nuances of communication, verbal and nonverbal, required to excel in an interview. The students were also exposed to the industry related FAQs. “It was indeed a very helpful session”, said Sourendra Kumar, a PG FMRM student.
A training session for the faculty was organized on Wednesday to impart information about "ProQuest" usage. Mr Sunil Rajan from ProQuest explained the various features including ebrary and bookshelf and other number of features which are quiet useful for carrying out academic research were highlighted during the session.
After this training session, faculties can now access lakhs of e-books, academic journals, newspapers to get relevant information at a quickly and easily. Current updates and information can reach their inboxes as per their topic/ subject of interest.
Retail Update New policy aims to revive retail biz (Source-Times of India) Ahmedabad: Till a few years ago, Ahmedabad and Pune were considered to be 'graveyards' for malls in the country. But circumstances may change, says the state's urban development department. Gujarat plans to resurrect retail businesses with its own Retail Trade Policy. The industries and mines department is co-ordinating with nine departments and trade bodies to formulate the policy. The focus of the proposed policy will be to carve out 'Retail and Entertainment Zones' within Gujarat's cities and towns, ensure conducive tax environment for retail businesses (single and multi-brand), relax laws relating to labour, and frame parking and building bylaws to help set up large retail enterprises. The policy has also proposed the setting up of a regulatory framework for this sector. The policy has even considered listing food and grocery businesses under "essential services" to protect them from closures during bandhs. Gujarat will be the fourth state in India after Karnataka, Andhra Pradesh and Maharashtra to formulate such a policy. Some of the suggestions included in the policy document are: provision to allow retail enterprises to remain open for 365 days, functioning between 5 am and 11 pm; and allowing them to remain open between 11pm and 5am for logistics and supply purposes. To enhance the viability for retail centres, the policy plans to provide up to 50% additional FSI for development of retail and shopping centres over the base FSI. "Many malls failed to take off in Ahmedabad and other cities as they failed to follow a retail grammar," says a senior urban development department official. "Traditionally, builders sold shops in malls, without caring much for establishment maintenance. The footfalls plummeted massively." He went on to say: "On the flip side, builder-owned malls like Alpha and Gulmohar in Ahmedabad and Inorbit in Vadodara thrive as they have leased out shops to a variety of retailers." This way customers have access to a variety of shops selling different products, he said. Shops unable to do brisk business are politely asked to wind up and leave The proposed retail policy has also mooted the plan to let women employees work up to 10 pm, with safety measures in place. The policy's draft promotes relaxation of labour laws under the Shops and Establishments Act with regard to working hours, work shifts, employment of part-time workers, and the maintenance of records.
Retail Update Diwali: The Indian marketer's fifth quarter (Source-Economic Times) Here's what a slew of retailers, old and new, are doing this festive season They call it the “fifth quarter”. At least some marketers do. It’s a reference to the glut of sales that take place during the festive season — loosely defined as a time that starts around Ganesh Chaturthi and which for some brands goes on all the way to Christmas. Trying to get consumers to buy is the entire universe of Indian retail. We spoke to a few of the biggest names — online, offline, hybrid and niche — to figure how and why festive season 2016 has been different for them. What they did differently and how they made old concepts work better. Snap deal The festival of data:Never mind the critics who argue that Indian e-commerce sites are still in the acquisition mode as opposed to trying to sell more and better to their existing consumer base. According to Snapdeal, this sale season there was a greater focus on data and analytics: aka selling what a customer wanted to buy or was interested in as opposed to overwhelming her with a catalogue. Amazon Going bigger: 200% more sellers with 20,000 coming on board over the last month and a half; thrice the selection and 1.5X more fulfilment capacity. Just some of what went into Amazon’s sales efforts this year. Amazon rolled out Prime earlier this year, and sure enough, Prime customers got priority shipping and early access to deals, Amazon has taken on the mantle of India’s largest bookstore. Croma Relying on the stores to do heavy lifting: Croma has a fully functional website. However, it accounts for less than 5% of sales for the brand. The festive season is very important to the electronic goods retailer, part of the Tata group. According to Ritesh Ghosal, CMO Infiniti Retail, “The business in the 35 odd days from Navratri through Diwali matches two and half months of (our) regular business.” Croma decided to not fight its rivals online, believing its site is more a point of influence, driving people to its network of 100 plus stores across the country. Instead it started a day earlier (the 1st of October) and went on a day later (7th of October) than most e-commerce driven sales with aggressive discounts around hot categories like mobile phones.
Retail Update Consumer-durable majors not sold on e-commerce (Source-The Hindu) Major consumer-durable companies are not comfortable with predatory pricing of ecommerce players during the festival season, nor do they expect sales from online channels to exceed 10 per cent of their current revenues. For most consumer-durable players, sales from e-commerce remain negligible. Unlike categories such as mobilephones and apparel, which see a peak in sales during the festival season, durables such as refrigerators and washing machines do not register significant uptake online. Others like Videocon have also not gone online in a significant way on their own, and are against discounting their brand through other e-commerce sites. “We do not directly sell anything online; the products are picked up by consumers from marketplaces such as Flipkart and Amazon where we have no control over pricing,” says CM Singh, COO, Videocon Industries. Just an additional channel International brands such as LG, Haier and Panasonic also regard e-commerce as an additional selling channel, but do not depend on it to generate significant sales. Haier, not dealing directly with e-commerce players, expect to create specific SKUs to sell products online without any significant surge in sales. “While absolute sales may be up during the festival season, e-commerce contributes about 4-5 per cent of it. Sales from ecommerce remain incremental at a few percentage points and would maximum go up to 7-8 per cent of revenues even in the long run,” says Eric Braganza, President, Haier Appliances. Even Panasonic is not too enthusiastic about online sales contributing significantly in future. Gaurav Minocha, Head - Home Appliances, Panasonic, says: “The offline channels tend to suffer if e-commerce players give discounts, which are more during the festival season. While there are dealers who directly put our products on e-commerce sites, we also do it ourselves; but we do not see sales from online going above 10 per cent.”
Retail Update Push my buttons (Source-Economist.com) RILLIONS of dollars of consumer spending have, historically, depended on a few steps. A shopper learns about a product, considers whether to buy it, decides to do so, goes to a shop. If he likes it, he may buy it again. Marketers have long obsessed over each step, and consultants have written treatises on how to nudge people along. E-commerce is already changing the process, but now retailing gurus are imagining a future in which shopping becomes fully automatic. The idea is that a combination of smart gadgets and predictive data analytics could decide exactly what goods are delivered when, to which household. The most advanced version might resemble Spotify, a music-streaming service Buying experiments so far fall into two categories. The first is exploratory. A service helps a shopper try new things, choosing products on his or her behalf. Birchbox, founded in 2010, sends beauty samples to subscribers for $10 each month. Imitators have proliferated, offering everything from dog toys to trainers. Retailers such as Walmart have followed suit with their own boxes. The scope for such services, however, may be limited. Consumers, naturally, will delegate purchases to a third party only when they receive products they like. In future, firms that comb purchase histories and search data may be able to send more reliably pleasing product assortments. For now, a consumer who becomes an unwitting owner of toeless socks, which were included recently in a box called FabFitFun, may decline further offers. Amazon is going further. Last year it began selling so-called Dash buttons, designed to be placed around the house to order everyday products—one for Campbell’s soup, for instance, and another for Whiskas cat food (pictured). Investors see this as the first step in its bid fully to automate buying of daily necessities. Already, some manufacturers have integrated Amazon into their devices; General Electric Amazon does not release comprehensive data on its automated services, but Slice Intelligence, a data firm in California, reported in March that fewer than half of those with Dash buttons had ever pressed them. One problem may be the e-commerce giant’s prices, which fluctuate often. Another report, found that far more British consumers would prefer a smart device that ordered the cheapest item in a category to one that summoned up the same brand each time. That suggests that automated shopping, as it expands, might make life harder for big brands, not prop them up.
Retail Update Walmart drops plan for foodonly stores in India (Source-Economic Times) Walmart India has abandoned plans to set up food only stores in the country, unsure about the viability of the business given the present restrictions, two industry people aware of the development said. "The headquarters does not want to move ahead with the policy in its current form. It does not want to regret later," said a retail industry executive familiar with the plans of the company, based in Bentonville in Arkansas. Retailers say operating food-only retail stores does not make business sense because of the waferthin margins. The government must allow the retailers to also sell a small portion of non-food items to offset high real estate costs in India and make such ventures viable. "We are evaluating the model as per the guidelines announced," Rajneesh Kumar, head of corporate affairs at Walmart, said when asked if the company had scrapped plans to set up food-only stores. Food processing minister HarsimratKaurBadal, one of the biggest proponents of foreign investment in food-only retailing, said on Thursday that the industry and investors want a sweetener in the policy that allows 100% foreign direct investment in food retailing and that non-food products should be included. "I feel that whatever investment a company makes at the farm gate which augments infrastructure, a certain portion, say 25%, should be allowed for home care products Badal's cabinet colleague commerce and industry minister NirmalaSitharaman has vehemently opposed allowing overseas supermarkets to sell non-food items such as soaps and shampoos. Wal-Mart Stores Inc., the world's largest retailer, has had a rollercoaster ride since its arrival in India in 2009. A global focus on its anti-bribery compliance programme led it to freezing its expansion plan in India and resulted in a split with its wholesale retail partner Bharti Enterprises in October 2013. India has allowed global retailers to sell multi-brand food products through both traditional stores and online channels as long as they are sourced and manufactured in the country. The policy does not allow such stores to stock general merchandise items such as soaps, shampoos and non-food items.
Retail Update Expanding Retail Footprints Dutch pension fund APG, Xander to invest $450 million in Indian retail (Source: in.reuters)
Amazon Wants to Open 2,000 Grocery Stores Across the U.S. (Source:Fortune.com) First Jan Aushadhi medical store in TN opened(Source: Economic Times)
Khadi outlet at Connaught Place registers record Rs 1.08 crore sale in a day(Source: Business Line)
Ola to make tracks offline(Source: Business Line)
Actor-singer Gurdas Maan to launch a restaurant brand (Source: Livemint)
Retail Update Case study : Urban Ladder reinvents itself with focus on offline stores (Source :Financial Express ) Online furniture and home decor brand Urban Ladder has unveiled its new brand identity with the tagline Let’s Create, in a bid to open up distribution channels to reach out to new customers. The brand is looking at increasing its visibility and 20% of its catalogue is now present on e-commerce portals like Amazon and Flipkart, which will go up to 70% by next week. Furthermore, Urban Ladder will build an offline presence by launching its first store in Bengaluru by March 2017. Based on consumer adoption, the brand will look at launching stores in Delhi-NCR and Mumbai as well. Ashish Goel, CEO and co-founder, Urban Ladder told that the offline stores will be smaller, more like experience centres, showcasing a few products and helping customers visualise the designs, whereas the bulk of the inventory will be stored in warehouses. "When one is buying furniture, it’s about creating spaces, so we want to have collaborative creative spaces. We are expanding our catalogue and are moving from single products to a curated range of products and will also brand our products with a tag of Urban Ladder,” highlights Sanjay Gupta, CMO, Urban Ladder. The new logo, orange in colour, depicts the four walls of an empty room and a blank canvas where consumers create what they want and the logo transitions into various furniture pieces reflecting the philosophy of the brand. In order to ease the consumer experience, the new web interface will have features like Urban Interiors – where designers will help consumers set up a new home and The Design Pages– a digital magazine on home design planned every quarter. Besides this, the company is also gearing up to launch a Home Artist app, helping people visualise by clicking a picture of their rooms and experimenting with the designs. The app is expected to go live by June 2017.
Retail Update Case study : Flipkart :he online retailer has carved out a 25-member team to formulate a branding strategy for Jabong that will provide a separate identity from Myntra. (Source : Economic Times ) Flipkart is seeking a way to differentiate the positioning of its two online fashion portals-Myntra and Jabong-in a bid to deepen its sizeable lead in the online fashion segment and prevent the two premium brands from cannibalizing each other. The online retailer has carved out a 25-member team to formulate a branding strategy for Jabong that will provide a separate identity from Myntra, a top company executive said. "I think we are going to get both firms to grow this year," he said. These moves come at a time when speculation has been rife that Flipkart will shut down Jabong by mid-2017, barely a year after it acquired the Rocket Internet-backed portal for $70 million, as maintaining two different fashion brands was seen to only increase the burn rates and add incremental value. Myntra CEO Ananth Narayanan said "there are no plans to shut down Jabong." However he expects the technology and supply chain of the Delhi-based portal will be merged with Myntra in the long term. "The current Jabong systems are all legacy systems, so in the long term having the Myntra backend even if we keep the storefront different, (will help) scale better," he said. "In six months from now for sure we will do that," he said. Narayan is of the view that having two brands helps "grab more growth", as customer overlap between Myntra and Jabong is just 25%. Narayan said October was the first time in six months that Jabong grew 12% year on year.
Retail Update Watch out : Now watch 3D videos on smartphones without special eyewear! (Source : The Tribune) You could soon watch 3D videos on your smartphone without any special eyewear. For eyewear-free displays, the only action is behind the screen where the image's pixels and optics are layered together to produce the stereoscopic effect. In the case of 2D/3D convertible screens, these layers are active, meaning they can be switched on or off.The gap distance between the image layer and the barrier layer is a key determinant of the viewing distance. Closer stacking of these layers together allows for a closer viewing distance. Sin-Doo Lee, professor at Seoul National University in South Korea, and colleagues developed a monolithic structure that effectively combines the active parallax barrier, a polarising sheet and an image layer into a single panel. Instead of two separate image and barrier panels, they use a polarising interlayer with the image layer in direct contact with one side of the interlayer, while the active parallax barrier of a liquid crystal layer is formed on the other side as an array of periodically patterned indium-tin-oxide (ITO) electrodes. The use of this interlayer allows the minimum separation of the image and barrier layers, thus providing the short viewing distance required for the smaller screens of mobile devices. "The polarising interlayer approach here will allow high resolution together with design flexibility of the displays, and will be applicable for fabricating other types of displays such as viewing-angle switchable devices," Lee said. "Our technology will definitely benefit display companies in manufacturing low cost and light weight 2D/3D convertible displays for mobile applications. Under mobile environments, the weight is one of the important factors," Lee added. This concept applies on LC-based 2D/3D and OLED-based 2D/3D displays, offering application to a broad range of present and future device designs.
Retail Update Watch out : Now you can buy with a NOD: Alibaba reveals virtual reality shopping system (Source : Mail Online) Alibaba's finance arm has shown demonstrated a payment service that will allow virtual reality shoppers to pay for things in future just by nodding their heads. In 2015, for example, it introduced a facial recognition technology for Alipay mobile payments service advertised as 'pay with a selfie'. HOW IT WILL WORK : User identity can be verified on VR Pay via account logins on connected devices or via voice print technology that recognises each person's unique voice. But passwords will still be needed for authentication, which the user can also enter with head movements, touch, or by staring at a point on virtual display for longer than 1.5 seconds. Lin Feng, who is in charge of Ant Financial's incubator F Lab that has been developing the payment service over the past few months, told Reuters: 'It is very boring to have to take off your goggles for payment. 'With this, you will never need to take out your phone.' Lin said this was the most convenient method in a VR setting compared with other biometric recognition technologies.VR Pay is expected to be ready for commercial launch by the end of this year. Ant Financial said its new VR-based payment infrastructure can make VR 'a tool rather than just a toy' by connecting various VR goggle makers and app developers to the Alipay payments platform. Ant Financial Services Group, which was demonstrating VR Pay in Shenzhen on Wednesday, operates China's largest online payments service Alipay with more than 450 million daily users. In September, it bought U.S.company EyeVerify, a maker of optical verification technology used by U.S. banks including Wells Fargo.
Retail Update 7 memory skills that will make you smarter
(Source : Business
Insider) 1. Retrieval: Bring it back from memory : When you're attempting to recall an idea, method, or technique from memory, you're retrieving. It strengthens the neural pathways associated with a given concept.Psychologists call it the "testing effect": 2. Elaboration: Connect new ideas to what you already know : When you try to put a new idea into your own words, you're elaborating.For instance, if you're in physics class and trying to understand heat transfer, try to tie the concept into your real-life experiences, say, by imagining how a warm cup of coffee disperses heat into your hands. 3. Interleaving: Varying your subjects : When you work on a variety of things at once, you're interleaving. A sports case: Batters who do batting practice with a mix of fastballs, change-ups, and curveballs hit for a higher average. The interleaving helps because when you're out there in the wild, you need to first discern what kind of problem you're facing before you can start to find a solution, like a ball coming from a pitcher's hand. 4. Generation: Answer before you have an answer : When you try to give an answer before it's given to you, you're generating. In a professional setting, you could supply your own ideas when you're stuck before talking with your boss. 5. Reflection: Evaluate what happened : When you take a few moments to review what happened with a project or meeting, you're reflecting. Just 15 minutes of written reflection at the end of the day increased performance by 23% for one group of employees. 6. Mnemonics: Use hacks to recall : When you're using an acronym or image to recall something, you're using a mnemonic. Mnemonics creates mental structures that make it easier to retrieve what you have learned. 7. Calibration: Know what you don't know : When you get feedback that reveals your ignorance to you, you're calibrating. This is necessary since we all suffer from "cognitive illusions": We think we understand something when we really don't. So taking a quiz - or gathering feedback from a colleague - helps you to identify.
Retail Update Alumni Connect Paritosh Singh PGVMCD02 Campus : Noida Current profile: Merchandiser
Company: Tommy Hilfiger Job Profile :
Joined Tommy Hilfiger In January 2012 from campus selection. Worked as Customer Representative Officer to understand retailing from very first level. Right now taking care of 30 stores, area around 8,100 sq. ft. & Radius of stores distance is 1000 km. Yearly executed 4-5 window in all stores as per current fashion theme running internationally. Learned with project design retail team, different props making to implementation. Selected for Tommy Hilfiger India CEO Mentorship program. Tommy Hilfiger India retail sales is around 332 cores INR yearly.
Retail Update i-MPULSE -68 (Abhishek Bijanu ACM,LifeStyle & Pranshu Dixit,Department Manager, Decathlon) Q.1 Which online retailer recently did a tie up with Shoppers Stop to sell its private labels at its chain of stores ? Q.2 Which brands ranked top three in a recent survey conducted by Trust Research Advisory (TRA) ? Q.3 Name the mall in China that has set aside a space for what it is calling a 'husbands nursery', where bored spouses hang out while their wives are shopping in the mall ? Q. Name the global ambassador for Tommy Hilfiger women's wear for Spring 2017, including apparel, footwear, accessories and fragrance . Q.5 What is the speciality of the new initiative ‘Kapda Bank’ launched by Mumbai's Dabbawalas ? Q.6 Name the e-commerce platform that launched its festive campaign with a tagline of ''Mission: One Crore: Pledge a saree. Pledge a smile'' . Q.7 Aditya Birla Fashion and Retail has recently singed an exclusive deal with which British high street brand,to sell its product in India ? Q.8 Which company has launched an Uber-like smartphone app (Trringo) in India, aimed at making it easier for farmers to hire tractors ? Q.9 Which Ecommerce major is rationalizing its offices and is moving into co-working hubs instead of operating from leased offices in an effort to trim costs ? Q.10 Manyavar, the men’s ethnic wear brand recently roped in which famous Indian cricketer as its brand ambassador ?
Rush your answers to [email protected]
on/before 20.11.16 Please mention your name, batch & campus in your mail
Retail Update Answers to last i-mpulse quiz (Best entries received from Sidharth Dwivedi (DRFM 11),Nutan Nayan Nigam (PGDRFM 10),Lakshya Verma (PGDRFM 11),Sristy Kumar (B.Des),Shubham Sanu (B.Des),Shreyanshi Soni (PGDRFM 11),Rohini Shahi (DRFM 11),Rahul Tiwari (DRFM 11),Sandeep Srivastava (PGDRFM 10),Akshay Yadav(DRFM 11),Chetan Sapra (B.Des),Disha Gautam (B.Des),Abhishek Sahai (IPRM),Snigdha Badola (DRFM 11),Raushita Pandey (B.Des),Shivani Singhal(B.Des),Ritika Saxena (DRFM 11),Ashwarya Chaudhary (B.Des),Reshu Sharma (IPRM) & Swapnil Chitranshi (B.Des) Congratulations! ) (1) Myntra (2) Amazon Web Services new offering ''Cloud Career Pathways'' align curriculum directly to specific careers like software developer and cloud architect and thses are made up of instructional videos, lab exercises, online courses, whitepapers and podcasts (3) Skult (4) Meru Cabs (5) Spykar (6) Zomato (7) Flipkart (8) P V Sindhu (9) Amazon (10) Jaquline (USA)
Retailogy Cannibalization Cannibalization refers to a reduction in sales volume, sales revenue, or market share of one product as a result of the introductyion of new product by the same producer.
Retail Update LOGO QUIZ 26 (Abhishek Bijanu,ACM Lifestyle & Deepti Kumari, DFRM10,NOIDA)
Identify the following companies with help of their logo
Rush your answers to [email protected]
on/before 20.11.16 Please mention your name, batch & campus in your mail Answers to Logo Quiz 26 ( Best entry received from Sristy Kumar (B.Des),Siddharth Dwivedi (DRFM 11) & Ashwarya Chaudhary (B.Des) Congratulations ! ) (1) BabyOye (2) Indian Terrain (3) Michelin (4) Jiomoney (5) UrbanMochi
Retail Update VISUAL TREAT Saddam Hussain, STORE VM, VERO MODA
Retail Update (NUTANNAYAN NIGAM, PGDRFM, NOIDA)
Retail Update Job Openings (Source : Alumni) There is an opening for visual merchandiser in Shoppers Stop - Ahmedabad and HOMESTOP, MUMBAI. Send your resume to [email protected]
Source : Apurv Kumar Verma __________________________________________________________________________ An established recruiting company needs few people for below designations. Interested may drop their contact numbers in the comment below. Assistant Store Manager - exp of min 3 years Floor Manager - exp of min 2 years Fashion consultants - freshers may apply too. Source : Ankita Banerjee __________________________________________________________________________ Looking for store operations manager for "Hush Puppies" for Lucknow/Chandigarh/Patna/Ranchi. Experience Needed- Minimum 1 year. Salary Scale- 24k to 28k (Depending upon Location) Please mail me your C.V's [email protected] [email protected]
Source : Arun Singh __________________________________________________________________________ Looking for a Retail Merchandiser who can join immediately...Drop your resumes at [email protected]
Noida...Minimum experience: 1 year Source : Kamal Kumar
_________________________________________________________________ Paytm needs 3 -4 interns for Footwear category. No stipend will be paid. If interested,please contact me on mail @[email protected]
Source : Abhishek Chaturvedi
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Mentor Alumnus : Abhishek Bijanu ACM, Lifestyle
Anil Kumar Sharma
Sparsh Kackar PGDRFM 10
Chief Consultant (Retail)
Utkarsh Vaishnav PGDRFM11